The United Kingdom’s Advertising Standards Authority has banned two television ads in Britain after they were deemed harmful to society. The banned ads were from German car giant, Volkswagen and American multination, Mondelez. The regulator said Volkswagen’s ad showed a series of men “engaged in adventurous activities,” while the only two women depicted were asleep in a tent and sitting by a baby carriage. The main characters of the ad from Mondelez were two distracted young fathers in a restaurant who appeared “unable to care for children effectively.” Jessica Tye, the investigations manager at the regulator said the two ads were banned because of “the cumulative impact of those harmful gender stereotypes being depicted.” This comes after new regulations came into effect which give additional powers to Britain’s advertising regulators.

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